AMES, Iowa -- B. Joseph Pine and James Gilmore, co-founders of a
consulting firm that specializes in helping businesses conceive and design
new ways to add value to their goods and services, have been named the
2002-2003 Dean Helen LeBaron Hilton co-Chairs in Iowa State University's
College of Family and Consumer Sciences.

Pine and Gilmore are the co-founders of Strategic Horizons LLP, Aurora,
Ohio. They are co-authors of "The Experience Economy: Work Is Theatre &
Every Business is a Stage," and co-editors of "Markets of One: Creating
Customer-Unique Value Through Mass Customization." The two have co-written
articles on strategy and innovation.

Pine and Gilmore will visit Iowa State six times during the academic year.
Gilmore will present the first public lecture, "Welcome to the Experience
Economy: The Progression of Economic Value," 8 p.m. Tuesday, Oct. 29, in the
Great Hall of the Memorial Union.

In their book, "The Experience Economy," Pine and Gilmore describe an
economy that is based on businesses offering "memorable" consumer experience
by emphasizing entertainment, education, escapism, or a esthetic aspects of
the buying experience.

"Pine and Gilmore have been selected as our Helen LeBaron Hilton Endowed
Chairs because application of their innovative concepts provides new ways of
thinking about and serving the consumer and the family, central to the
mission of the College of Family and Consumer Sciences," Ann Marie Fiore,
associate professor of textiles and clothing, said. "For example, Pine and
Gilmore's experience economy concept helps us understand how to better
develop restaurant and retail store experiences to attract and satisfy
customers."

Pine is a senior fellow at the European Centre for the Experience Economy at
the University of Amsterdam. He has taught at the Pennsylvania State
University's Executive Education Program, State College; at the UCLA's
Anderson Graduate School of Business, Los Angeles; at the Harvard Design
School, Cambridge, Mass.; and is a recurring guest lecturer at the
Massachusetts Institute of Technology's Sloan School of Management,
Cambridge, Mass.

Gilmore began his career with the Proctor and Gamble Co. and then spent 10
years in the consulting industry. He is a member of both the Creative
Education Foundation and the Creative Thinking Association of America. He
has taught at The Institutes for Organization Management for the U.S.
Chamber of Commerce, and has taught executives from Marriott Corp. and the
Ford Motor Co.

Gilmore will present "Hitting the Experiential Sweet Spot and Some Thoughts
on Lateral Thinking" at 8 p.m. Nov. 20. Pine will present "Work is Theatre:
Directing Human Performances" and at 8 p.m. Monday, Dec. 2 in the Great Hall
of the Memorial Union.

Established in 1995, the Hilton Chair was endowed by a gift of more than
$1.3 million from the estate of Helen LeBaron Hilton, who served as dean of
the College of Family and Consumer Sciences from 1952 to 1975.